ContentSquare is setting its sights on dominating user engagement analytics after landing a hefty $42 million in funding.

Cannan Partners and Highland Europe led the Series B round together with participation from Eurazeo and H14. Including a $20 million Series A round in 2016, the company has raised total funding of $62 million.

ContentSquare’s main product is a “digital experience insights platform” that helps businesses understand how and why users are interacting with their app, mobile and websites. The platform does this by computing each touch and mouse movement as customers access one of its client’s websites, then transforming the data it gathers into insights that can be used to boost engagement, reduce operational costs and maximize conversion rates, the company said.

“Google Analytics will tell you if someone clicked on something or if they left a page, but they won’t tell you why,” said ContentSquare Chief Executive Officer Jonathan Cherki. “ContentSquare will tell you why, we can show you where people are struggling, where they are becoming frustrated and we will give you insights on how to optimize the exact elements needed to create seamless digital journeys.”

Cherki said he wants ContentSquare to become the world’s leading platform for digital experience insights. He believes there’s a huge demand for it, because many retailers that have invested significant amounts of money in getting traffic to their websites struggle to convert those visits into actual sales. He added that the problem is even more extreme with mobile, where traffic is on the increase but conversions are not.

The new funds will be used to expand the artificial intelligence capabilities of its platform, which are used to analyze behavioral data and offer automatic insights. Cherki told SiliconANGLE that AI is what powers ContentSquare’s recently launched Auto-Zone feature, which replaces traditional content tagging for capturing user engagement data. Before Auto-Zone was introduced, he said, users would spend large amounts of time tagging elements of their websites to capture data for analysis, time that could be better spent on actual analysis and optimization.

“We saw this as an area of opportunity and developed Auto-Zone, an artificial intelligence-based recognition algorithm that automatically identifies each element on each area of the website and, by this, eradicates the need to tag elements in order to answer related customer journey questions,” Cherki said. “Reporting becomes faster and easier, as do optimizations and key performance indicators.”

Image: ContentSquare